THE BLOG

My Awesome Cafe is a place where experience feels real and authentic, a place where you can just be. My Awesome cafe is a union point of Eastern heritage and Western flare.

We set a challenge to create a logo where Chinese & English type co-exists as one, without overemphasizing one over another. From the very beginning we wanted to pay a tribute to the building – a former Ching Hwa Free Clinic (中华医院) which was build back in 1946, so the very first inspiration was captured at the Traditional Museum of Chinese medicine in Hangzhou, China.

The initial idea was to create a special atmosphere that can inspire creative people, so we proceeded with installing countless lightbulbs inside the cafe.

After that the team went on with logo creation.

Afterwards, team wandered if the logo can be turned into something that customer will be willing to purchase. “Is it possible for customer to be willing to buy staff’s uniform?” This way an idea of supporting logo was invented and was turned into a T-shirt.

Afterwards we came to a junction where we thought the logo can be pushed even further, the question was, how can we make it represent a strong sense of community. Can it be designed into an emblem that will unite awesome people together? This is where we came up with an idea of turning it into a badge.

2015
Jul 18

Beiersdorf needed an entertaining TV spot to kick off Germany’s first shampoo with activated charcoal as a cleansing agent, formulated for real men. This commercial was shot and aired in Europe. It is also the first time for Beiersdorf to hire a challenger agency, to produce and shoot a TV commercial out of their country.

Making of demo sequence

2015
May 31

Recently we’ve been working on a logo for an Indonesian restaurant chain. Bon Chef is a family restaurant, where people come to enjoy home-style food in a cozy atmosphere. To convey that feeling, we decided to go with a heart-warming hand lettered logo.

After ruining a stack of paper, I jumped into illustrator and placed those bezier points in the right spots.

Bon Chef note pad.

Logo structure.

Below are the initial logo sketches I made in search of the right treatment.

2015
Apr 12

The second print from the series goes to the iconic DeLorean and BTTF3. Still experimenting with this style, but already liking the results I can get simply by adding a little bit of rough texture to the silky smooth vector.

2015
Jan 3

Took me a while to upload this small piece here. I was really into the works of super talented and mysterious SilenceTV for the last couple of months. The amount of details he is putting in his art is incredible. We even ordered a couple of his large format posters (here) to investigate how he does his magic.

Here is a poster I created around Brazil World Cup 2014. Below you will also find a small video that I put together to show you the whole process from start to finish.

process

2014
Aug 14

After creating a logo for Capoeira Hangzhou, I was approached by Praxis Martial Arts instructor to design a new visual identity for his group. The group doesn’t practice any specific kind of martial art. That’s why they wanted something more abstract.

process

First sketches and ideas.

inspiration

In search of the right feeling I rewatched the movie Grandmaster for the 5th time. After that I started to shape the figure.

2014
Jul 13

I believe I’ve landed my dream project. What can be cooler than developing a logo for a surf company, especially if you find this lines in the brief:

Icon that I thought might work is abstract hardcore angel, abstract waves, yin/yang…

I totally fell in love with the whole concept behind the brand, just read this:

I realised that in South America there is such a love for surfing, but most people can not afford a surfboard or take part in competitions, yet they never complain, and love life no matter what, even if 5 people share one board, also countries like Venezuela, Argentina and Costa Rica, have some amazing surfers yet they dont get exposure as with countries like USA, SA, AUS and Europe, I wanted to create a brand that would sort of rebel against the well know leader markets..

I want people to feel like they can associate with the brand and that the brand has its roots in what matters the most, loving the surf and being stoked about life.

Let’s look closer at our logo.

As far as Instigar is an Asian-based company, we wanted the logo to contain some Asian feeling, that is why we decided to use some elements of Chinese calligraphy in the type, just to give a slight hint.

Below are hidden elements in the logo:

Photo made by my dad.

the process

Love playing with ink. Hera are some of the concept logos that I think are worth mentioning: